First of all; for being able to explain the target market of our choosen product ‘ SHIRAZ WINE ‘ we should approach to the theorotical side of target market. And also we should analyze the target markets of other products of Pamukkale. So that we can see the differences in target markets and we can understand the reasons of these differences.
The emergence of the marketing concept and the recognition of consumer needs and wants led marketers to think in terms of target marketing. Target Markets are groups of people with similar wants and needs. So we have to know the group of people that we are going to influence and sell our product. If we do not clarify this gropu of people according to characteristics of our product, if we can not match the product with the right market it becomes impossible for us to be permanent in the market.
That time we ask that: ‘ What about Shiraz Wine ? ‘ Pamukkale Wine Company has a large product line including 15 kinds of product. These products are grouped according to their target markets in their inside. To give an example;Dry ( Sek ) Group: Dry Rose ( Sek Rose ), Dry Red ( Sek Kırmızı) can be a group. The target market of this group is the people who look for both quality and convenience of price = Middle-income leveled people. So university students are one of the basic target market of this group.
But Shiraz Wine is a special product that it is just a group by itself. It is so special and tasteful that it won a golden medal . So it has a special target market. The target market of Shiraz Wine is the people who give the priority to the taste and quality. So this group is a little bit high- income leveled people. On the other hand Shiraz Wine is not known by everyone. First Production was made by Pamukkale and it is still being produced by only Pamukkale. So the people who have strong wine- culture is the other target group of our product. When we combine these two basic qualification ( high income leveled and people having strong wine culture ) , we expect them to have a good education level. Because we can not hope a person earning 300/ 400 Million TL in a month to consume high qualified and expensive wine. These are related to each other. So where do we look for this target group? We can find especially in Migros which is one of the most expensive retailer market. We can find in restaurants such as Venedik Pizza. So a student may not be in our target group; but a business man can easily be included in our target group.
TO Sum up, People
Having high income level
Having strong wine culture
Giving priority to the taste and quality before the price.
Middle aged are included in our target market...
CUSTOMER SATISFACTION IN PAMUKKALE ŞARAPÇILIK
We interviewed with Izmir Bölge Müdürü Salih Karademir. His speech about customer satisfaction is so important for us. Because usually he met the customers such as restaurants, bars, etc.
According to Mr. Karademir human relationship is more important than everything. They firstly see the customers as people who have feelings, families, private life. Mr Karademir told us that he has a strong friendship with customers. This attitude causes mutually confidence and tolerance. When you behave tolerantly in difficult days of your customers, they will be faithful to you and perhaps on your difficult days they will be tolerant to you. So they will work with you during long terms. Getting customers and not loosing them is one of the main strategy of business world.
After these information we want to tell about a real customer satisfaction example of Pamukkale Şarapçılık. A restaurant that is called Olive Tree in Çeşme was owned by a couple. Last year they bought a big amount of wine for their restaurant. After a while they had decided to divorce. So their business partnership would finish and they would get their own share. And they told this situation to Mr. Karademir. For not letting them get into a worse state, Mr Karademir cancelled their orders. He could make them buy the wine and pay the money. Even if they got into a difficult position they would buy. But after a while, may be after the situation became better instead of needing wine they would not prefer Pamukkale Şarapçılık. This tolerant behavior caused them not loosing their customers. In this market conditions our first aim must be holding our customers, not loosing them and after that adding new customers. As we can understand from this example customer satisfaction is important for Pamukkale Şarapçılık. They do not prefer earning profit by loosing customers. A selling strategy must make both the customer and seller earn something. If one of them earn and the other loose their relationship will not be for a long time. If Mr. Karademir had not cancelled the agreement the company will earn a profit but for a short time. When we think of long term the company would loose its customer. So once more we can say that customer satisfaction is important for Pamukkale Şarapçılık and this will be one of the real reason of their success.
The third and final part of the segment, taget, position process is 'positioning.' Positioning is undoubtedly one of the simplest and most useful tools to marketers. After segmenting a market and then targeting a consumer, you would proceed to position a product within that market.
Remember this important point. Positioning is all about 'perception'. As perception differs from person to person, so do the results of the positioning map e.g what you perceive as quality, value for money, etc, is different to my perception. However, there will be similarities.
Products or services are 'mapped' together on a 'positioning map'. This allows them to be compared and contrasted in relation to each other. This is the main strength of this tool. Marketers decide upon a competitive position which enables them to distinguish their own products from the offerings of their competition (hence the term 'positioning strategy').
The marketer would draw out the map and decide upon a label for each axis. They could be price (variable one) and quality (variable two), or Comfort (variable one) and price (variable two). The individual products are then mapped out next to each other Any gaps could be regarded as possible areas for new products.
The term 'positioning' refers to the consumer's perception of a product or service in relation to its competitors. You need to ask yourself, what is the position of the product in the mind of the consumer?
Trout and Ries suggest a six-step question framework for successful positioning:
1. What position do you currently own?
2. What position do you want to own?
3. Whom you have to defeat to own the position you want.
4. Do you have the resources to do it?
5. Can you persist until you get there?
6. Are your tactics supporting the positioning objective you set?
According to this information we can examine Pamukkale Şarapçılık. First of all they choose to join fairs and festivals around the world.(also in Turkey) so they improve their positioning against the competitors Doluca anad Kavaklıdere. Because they are more famous in turkey and also they are the first brands in people’s mind. But nowadays Pamukkale is very popular too. They had introduced their brand name in Europe firstly. But now they have a big customer mass in Turkey. And also they have activities in grossmarkets and hipermarkets.
There are presentation activities in luxury restaurants and grossmarkets. They also joi catalogues which are prepared, composed by Kipa. Migros etc.
3. The Marketing Mix
The marketing mix involves how a specific wine or line of wines will be developed, priced, promoted, and distributed. The development of the marketing mix is dependent on the target market and the needs and wants of this market should always be the source of reason for making one decision over another.
The development of a marketing mix can be looked at from two perspectives. One is from the perspective of the seller. This is also known as the four P’s (product, price, promotion, place). It involves a winery deciding on what varietals to offer and the characteristics of the wine and it’s packaging, the price, how and where the wine will be distributed, and how the wine will be promoted. The other perspective involves developing the marketing mix from the consumer’s point of view. This is known as the four C’s (customer value, cost to the customer, communication, convenience). It involves developing the product according to what the consumer would perceive as valuable, a pricing structure according to how the consumer would perceive the cost, a promotional structure according to what the consumer reads/views/attends/etc., and a distribution strategy according to what the consumer perceives as convenient.
Product: Product is anything offered to market to satisfy the needs and wants.
The Product Life Cycle (PLC)
Strategies for the differing stages of the PLC
The need for immediate profit is not a pressure. The product is promoted to create awareness. If the product has no or few competitors, a skimming price strategy is employed. Limited numbers of product are available in few channels of distribution.
Competitors are attracted into the market with very similar offerings. Products become more profitable and companies form alliances, joint ventures and take each other over. Advertising spend is high and focuses upon building brand. Market share tends to stabilise.
Those products that survive the earlier stages tend to spend longest in this phase. Sales grow at a decreasing rate and then stabilise. Producers attempt to differentiate products and brands are key to this. Price wars and intense competition occur. At this point the market reaches saturation. Producers begin to leave the market due to poor margins. Promotion becomes more widespread and use a greater variety of media.
At this point there is a downturn in the market. For example more innovative products are introduced or consumer tastes have changed. There is intense price-cutting and many more products are withdrawn from the market. Profits can be improved by reducing marketing spend and cost cutting.
Problems with PLC
In reality very few products follow such a prescriptive cycle. The length of each stage varies enormously The decisions of marketers can change the stage, for example from maturity to decline by price-cutting. Not all products go through each stage. Some go from introduction to decline. It is not easy to tell which stage the product is in. Remember that PLC is like all other tools. Use it to inform your gut feeling.
Geography Mostly France and Australia and increasingly in California, Algeria and South Africa.
Flavour&Character Intense and complex sweet fruit flavoured, particularly blackberry and raspberry, with a peppery overtone.
Body,Dry/Sweet Capable of producing superb wines across the spectrum, but is at its best in full-bodied, intense, deep coloured wines. Produces superb full-bodied examples.
Viticulture Grows well in a range of climates and copes well with warmth.
Traditionally, fermented at up to 35 ºC. Nowadays, often fermented at cooler temperatures in stainless steel vessels. Matured in old or new oak.
Varietal/Blend Although used for blending in Châteauneuf-du-Pape, is capable of fine quality wine as a varietal.
Intense, rich and tannic with a velvety texture.
Known as Syrah in France and Shiraz in Australia and elsewhere.
When we focus on “wine-as a product” We’ll take care about those concepts below:
Quality. The product elaborated is of high quality (consumer acceptance), achieved by the high quality of the grapes used (variety, phytosanitary state and agro-environmental conditions in the production zone) and by the process of elaboration and ageing.
Design. The containers and labels make reference to the production zone with drawings of well-known buildings in the area (churches), influencing the product-elaboration zone relation positively.
Bottle. The bottle used is the typical one for this product type (Bordeaux bottle).
Brand. There is only one brand. It makes reference to the location of the vineyards producing the grapes.
Guarantees. Product origin and quality are guaranteed by the Regulatory Commission of the "Appellation d’Origine", which is in charge of furnishing the counter-seals testifying to this guarantee.
The estimation of importance of various quality factors in wine consumption
WHEN THE RESPONDENT PURCHASES WINE FOR HIM/HERSELF
Our chosen product “Shiraz” is aportly, full-bodied, velvety dark red wine with a lasting aftertaste. Shiraz contains the aroma of tropical fruits and has an intense, spicy flavor, especially the aroma of pepper. It works well with spicy and strong dishes as well as dishes covered with thick sauce.
It’ made from Shiraz grapes from the Denizli region. Alcohol volume is 12%. Recommended to be consumed at 16-18 º C.
The price to be charged for products and services should be determined in the light of the niche prospect's likely cost-benefit ratio and the financial ability to pay according to the payment terms. Given the typical niche prospect, this may suggest the need for extended payment terms, lease arrangements or alternatively may indicate a possibility for asking for initial deposits.
There are many ways to price a product. Let's have a look at some of them and try to understand the best policy/strategy in various situations.
Use a high price where there is a uniqueness about the product or service. This approach is used where a a substantial competitive advantage exists. Such high prices are charge for luxuries such as Cunard Cruises, Savoy Hotel rooms, and Concorde flights.
The price charged for products and services is set artificially low in order to gain market share. Once this is achieved, the price is increased. This approach was used by France Telecom in order to attract new corporate clients.
This is a no frills low price. The cost of marketing and manufacture are kept at a minimum. Supermarkets often have economy brands for soups, spaghetti, etc.
Charge a high price because you have a substantial competitive advantage. However, the advantage is not sustainable. The high price tends to attract new competitors into the market, and the price inevitably falls due to increased supply. Manufacturers of digital watches used a skimming approach in the 1970s. Once other manufacturers were tempted into the market and the watches were produced at a lower unit cost, other marketing strategies and pricing approaches are implemented.
Premium pricing, penetration pricing, economy pricing, and price skimming are the four main pricing policies/strategies. They form the bases for the exercise. However there are other important approaches to pricing.
This approach is used when the marketer wants the consumer to respond on an emotional, rather than rational basis. For example 'price point perspective' 99 cents not one dollar.
Product Line Pricing
Where there is a range of product or services the pricing reflect the benefits of parts of the range. For example car washes. Basic wash could be $2, wash and wax $4, and the whole package $6.
Optional Product Pricing
Companies will attempt to increase the amount customer spend once they start to buy. Optional 'extras' increase the overall price of the product or service. For example airlines will charge for optional extras such as guaranteeing a window seat or reserving a row of seats next to each other.
Captive Product Pricing
Where products have complements, companies will charge a premium price where the consumer is captured. For example a razor manufacturer will charge a low price and recoup its margin (and more) from the sale of the only design of blades which fit the razor.
Product Bundle Pricing
Here sellers combine several products in the same package. This also serves to move old stock. Videos and CDs are often sold using the bundle approach.
Pricing to promote a product is a very common application. There are many examples of promotional pricing including approaches such as BOGOF (Buy One Get One Free).
Geographical pricing is evident where there are variations in price in different parts of the world. For example rarity value, or where shipping costs increase price.
This approach is used where external factors such as recession or increased competition force companies to provide 'value' products and services to retain sales e.g value meals at McDonalds.